The Role of Green Marketing Strategy Affecting Brand Image

Abstract

Environmental issues have become increasingly severe, impacting people worldwide. This has led to greater awareness of the seriousness of these problems and the need for collective action to mitigate potential damage. Businesses have become key players in this scenario, whether through the production of goods or services, as they significantly contribute to increased fossil fuel consumption and higher CO2 emissions, which, in turn, have led to a rise in global temperatures beyond 1.5 degrees Celsius. At the same time, consumers today are more concerned about environmental issues and are willing to pay more for products or services that play a role in solving these problems. This trend has made green marketing strategies crucial in building a positive brand image, especially amidst intense market competition, where every brand strives to cultivate the highest level of customer loyalty. A strong brand image can create value and connect with consumers. To build this value, a brand must sincerely communicate the benefits it offers to consumers. Additionally, a good brand should be able to create experiences through its brand culture that connect with the personality of its consumers. This is how a brand can establish a positive image. The Body Shop is a brand that focuses on using recyclable packaging. It also supports projects that help communities around the world, such as Fair Trade, which helps communities in developing countries earn income and have a better quality of life. The Body Shop's image is therefore linked to being a brand. that cares for both consumers and the environment. Therefore, green marketing strategies play a significant role as a tool that helps brands build a positive image, connect with environmentally-conscious consumers, and ensure the sustainability of the brand.